2 days, 2500 frames, 200 Heroes.

When Loblaw asked us to help refresh its aging photography library, we asked the burning question: “What needs to be different this time around?” The response was telling. “Our people have to come across fresh and spontaneous,” said one Senior Executive, “just like they look in your videos.”

Loblaw had a lot of ground to cover. There would be multiple departments and locations, a diverse range of people, and at least 5 retail banners to represent – they needed a creative team and a Navy Seals approach! So, with a small lighting package, a versatile crew, and clockwork efficiency, Storymasters embarked on a two-day location photo marathon. Day 1 was spent at the Loblaw head office in Brampton, day 2 at a Loblaw retail location in North York. We executed more than 40 setups, featuring at least 70 Loblaw Colleagues, in a wide range of banner uniforms.

The result: more than 200 hero shots representing a wide range of Colleagues, retail banners, and environments.